Welcome to the final test: Your prospects have made it all the way through your marketing funnel and found themselves on your order page. All that’s left for you to do to convert them into paying customers is to win the sale.

That means it’s time to pull out the big guns to make sure that your order page is fully optimized to achieve the very best conversion rate possible — and at this point, any seemingly small missteps can have big consequences. If you fail to win your customers’ trust on your order page, you can forget about them opening up their wallet to make that critical first purchase from your business.

Sometimes, all it takes to tip the scales are a few cosmetic changes.

Having an attractive layout, color and images are all big components that will affect your landing page conversion rate, but there are also several minute details that can have a surprisingly large impact. We’ll walk through all of them and show you some helpful examples so that you don’t overlook any of these elements while you’re planning your page’s design.

1. Get More Conversions With Video

Rather than just telling your audience all about the amazing features and benefits of your product, why not show them? Research shows that 64% of consumers are more likely to buy a product after watching a video about it. Instead of keeping your offer and call to action as text, try creating a video for your landing page.

According to Wistia’s Kristen Craft, “You don’t need to be Scorsese to produce a great video; just go back to the #1 rule that your high school English teacher drilled into your brain: SHOW, not TELL.”

Dollar Shave Club does a great job with this on their landing pages:

Another great example of how video can be used to boost sales can be found at BOOM by Cindy Joseph. Not only do they include demo videos of each of their products on the sales pages, they also include testimonial videos from actual customers and videos of their product in the news:

For some tips about how to use video strategically in your marketing, check out this article by Kristen Craft from Wistia.

2. Testimonials

One of the best things you can do to boost conversions is include testimonials from people who have purchased your product or service. If you’ve got a few loyal customers, ask them to send you some kind words based on their experience with your product or business. Since these are your biggest fans, they’re likely to do it for you for free, but it never hurts to give them a small thank you gift as a token of appreciation. If you can, include pictures and names of those whose testimonials you use.

3. Guarantees

Another smart way to increase conversions is to consider your customers’ biggest fears about buying your product — and then address them with a guarantee. The goal is to promise your customers something that will negate their excuse not to respond to your call to action today.  Quell their fears by promising to make it right if you fail to deliver on that promise — which you won’t. Here’s a helpful tip: A good guarantee is an “if-then” statement. The “if” portion describes the way your customers fear you’ll let them down. The “then” portion describes what you’ll do in that scenario to make it up to them.

Here is an example: If you go through my proven process and are not satisfied with your experience, then I will refund 100% of my fees.

4. Seals and Certifications

If you’re creating an order form or other secure landing pages, it’s important that you answer the following questions:

Do you have a payment gateway set-up to securely complete your customers’ transactions?

Do you have an SSL certificate?

Do you protect the privacy of your customers’ email addresses?

After you can answer yes to all of these questions (and you really should be doing all three of these things if you’re accepting payment info or other secure info online), you’ll want to show your customers that you’re watching out for their best interests by including seals and certifications in the design of your page.

CrazyEgg put together a helpful reference that reveals which trust seals resonate the most with online consumers.

If you’re taking payments or asking for any other type of sensitive information on your page, you’ll want to be certain that you’ve got an SSL certificate visible. SSL (Secure Sockets Layer) certificates are a security certificate recognized by websites and browsers that authorizes a domain to allow secure connections. If you have an SSL certificate or another type of security or privacy certificate, display an image of the certificate near where your customers enter their payment info to increase conversions.

Here are some SSL Certificate providers to check out if you’re looking to add this element to your site:

Keep in mind, if you’re using ONTRApages to build your order page, your order form is already secure so you won’t need to worry about finding an SSL certificate provider. To improve conversions, try using the seal associated with your payment gateway provider, or a custom seal that you create to reflect your money-back or satisfaction guarantee.

5. Mobile Responsiveness

As more people worldwide browse the web using their smartphones, mobile responsiveness has become more important than ever. Mobile visitors to your page are likely to bounce if you don’t take care to make your page mobile friendly.

According to the Google Mobile Ads Blog, “61% of users said that if they didn’t find what they were looking for right away on a mobile site, they’d quickly move on to another site.” And it gets worse… “50% of people said that even if they like a business, they will use them less often if the website isn’t mobile-friendly!”

Making sure that your landing page is accessible and gorgeous on a tiny screen will improve conversions.  Otherwise, use a tool like Studiopress to see how your page displays on different screens.

Landing page builders like ONTRApages come in handy for creating mobile-ready landing pages that won’t scare off customers.

6. Form Fields

On lead capture landing pages, it’s important to pay attention to the number of form fields a visitor has to fill out before they can submit a form. As a general rule, the more work they have to do, the higher the barrier to conversion.

So how many form fields are too many? Marketing Tech Blog found that “the optimal conversion rate occurs when the number of fields a user has to fill out is two or three.”

If you have more fields than that on your form, consider how valuable the information in them is. Can you ask for that information later in the sales cycle, or even after they become a customer? On lead capture forms, most of the time all you need to ask for is a first name and email address. Remember — make it as easy as possible to respond to your call to action.

A Few Final Tips

As you incorporate these strategies, above all remember this one critical order page law: avoid unpleasant last-minute surprises. There’s nothing like finding out that shipping isn’t really free or your promo code isn’t really the great deal you made it out to be to make a customer chicken out at the last minute.

While the order page elements above should dramatically help to improve your order page conversions, it’s important to keep in mind that every business is different.

While there are some general order page rules that do improve conversions across the board, just remember that you know your business and your audience better than anyone else. As long as your order page builds trust, avoids nasty surprises, and reassures customers that they’re one step closer to getting the product they’re excited about, you’re well on your way to impressive sales page conversions.



About Megan Monroe

Associate Editor Megan Monroe is a graduate of Santa Barbara’s Westmont College where she studied Philosophy and Communications. After working for several local small businesses (where she gained firsthand experience with the frustration of manual segmentation and follow-up), Megan joined the ONTRAPORT Growth Team. When she isn’t writing marketing copy, social media posts or educational guides for entrepreneurs, she enjoys taking advantage of the Central Coast's amazing wineries and cooking without following a recipe.